Brand Diagnostics - Using Tools To Assess Your Brand’s Health

Assessing the health of your brand is vital in today's competitive business landscape. Brand diagnostics, a comprehensive evaluation of your brand's performance and perception, provides valuable information for strategic decision-making.

In this article, we delve into the world of brand diagnostics and explore the tools and techniques that can help your company gain a thorough understanding of your brand's health. By using brand perception surveys, competitive analysis, online analytics, customer feedback, and brand performance metrics, businesses can identify strengths, weaknesses, and areas for improvement. Armed with this information, you can make informed decisions and develop strategies to enhance your brand's positioning, increase brand awareness, get more loyal customers, and achieve overall success.

What Are Brand Diagnostics

Brand diagnostics is the process of assessing and evaluating the overall performance of a brand. It involves collecting and analysing input from multiple sources to gain a comprehensive understanding of how the brand is perceived by its target audience, its market position relative to competition, and assess the effectiveness of the marketing strategies. By comprehensively evaluating your brand and considering these influencing factors, you can gain valuable insight into your brand's health and make informed decisions to drive growth and success.

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Why Is It Important To Evaluate Your Brand Frequently?

Regular evaluation of your brand is a crucial first step for staying competitive in the ever-changing business landscape. If you frequently assess your brand, leverage data-driven insights, and adapt accordingly, you can maintain a competitive edge, foster customer loyalty, optimise resource allocation, and drive long-term success for your business.

Collecting Customer Insights & Building Customer Trust

Brand perception surveys give you access to information about customer perceptions, allowing you to identify areas for improvement and strengthen your brand image. Customers are more likely to purchase from a brand that they know and trust.

A study by McKinsey found that successful experience-led growth strategies can deliver a range of significant financial benefits. In particular, they can increase cross-sell rates by 15 to 25 percent, and improve customer satisfaction and engagement.

Gain A Competitive Advantage

Conducting competitive analysis helps identify your brand's unique selling points and differentiate the brand from its competition. A study by Forbes revealed that 82% of investors believe brand strength and brand recognition are becoming more important in guiding investment decisions. Regular evaluation allows you to adapt your brand strategy to changing dynamics and is a crucial part of maintaining a strong brand position against competitors.

Optimise Return on Investment (ROI)

By evaluating the effectiveness of your marketing campaigns and strategies, you and your team can optimise your ROI and allocate resources more efficiently. Constant evaluation helps identify underperforming areas and reallocate resources to initiatives that yield higher returns.

Increase Customer Loyalty and Retention

Evaluating customer feedback and sentiment helps gauge customer satisfaction and loyalty, enabling you to nurture long-term relationships. By addressing customer concerns and improving customer experiences, you can enhance customers' loyalty and reduce customer churn rates.

Adapt To Trends And Consumer Preferences

Monitoring industry trends, social trends and consumer preferences through brand diagnostics enables you to stay relevant and meet evolving customer needs. According to market research done by Accenture, 91 percent of clients are more likely to shop with brands that recognise, remember, and provide them with relevant offers and recommendations. Regular evaluation allows you to adapt your brand strategies and offerings to cater to changing industry dynamics.

Brand Diagnostics Tools You Can Use

To conduct effective brand diagnostics, you can use various tools. Depending on your specific needs and budget, you can choose the tools that align with your objectives and provide the most relevant information to determine your brand's condition. Remember, integrating multiple tools and data sources can offer more clarity and a more accurate assessment of your brand's performance. Here are some widely used tools you can use:


SurveyMonkey is an online survey platform that enables you and your team to create custom brand perception surveys. You can design and distribute surveys to gather feedback and measure customer perceptions effectively. Key features include a wide range of question types, survey customization options, data analysis tools, and real-time reporting.


Qualtrics is a comprehensive survey tool that offers advanced features for designing and analysing brand perception surveys. It provides a wide array of question types, survey logic options, and advanced survey distribution methods, making developing objective, quality questionnaires easy and intuitive. Qualtrics also offers powerful data analysis tools, including sentiment analysis and text analytics, allowing for deep insight into customer sentiment and perceptions.


Semrush is a robust competitive analysis tool focused on digital marketing strategies. It provides an in-depth look into your competitors' online presence and marketing investments, including their SEO strategies, keywords, backlinks, and advertising campaigns. By leveraging Semrush, you can identify your competitors' strengths and weaknesses and gain a competitive edge in the digital landscape.


Brandwatch is a social media monitoring tool that helps you track brand mentions, sentiment, and competitor activities across various social media platforms. It provides a real-time overview of conversations in the context of your company, brand, and competitor performance. With advanced analytics and reporting capabilities, Brandwatch empowers you to make data-driven decisions and effectively manage your brand's online reputation.

Google Analytics

Google Analytics is a widely used web analytics tool that provides in-depth data on website traffic, user behaviour, conversion rates, and more. It allows you to track and measure the performance of your website, including specific pages and campaigns. With powerful reporting features and data visualisation, Google Analytics helps you understand how users interact with your brand online.


Medallia is a customer experience management platform that collects and analyses feedback from various touchpoints, including surveys, reviews, and social media. It provides advanced analytics tools to understand customer sentiment, trends, and preferences. Medallia enables you to take proactive measures based on customer feedback and drive improvements in your brand experience.

Brandr Index

Brandr Index is a comprehensive brand performance measurement tool that evaluates key brand dimensions such as awareness, reputation, differentiation, and loyalty. It provides a holistic view of your brand's current state and benchmarks it against competitors. Brandr Index employs advanced data analytics to generate actionable tips for improving your current brand strategy and brand perceptions.

Take The First Step & Assess Your Brand Today

If your objective is to focus on brand building and leverage the power of branding to grow your business, you can start today by reaching out to one of our experts and scheduling a free consultation. You can also check out this example report to assess whether brandr suits your needs!

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As the head of research at brandr, Kristján is responsible for all of the research work done for brandr Index customers. Kristján follows the latest developments and trends in the insights industry to make sure brandr Index is meeting the needs of the market. Similarly, Kristján writes about things that are related to brands and research, how we can use insights to move to action that strengthens brands.

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